Mudra Max partners Concrea Communications to tap youth

MUMBAI: Mudra Max has partnered with Concrea Communications to develop youth marketing platforms to connect better with this target group.

Concrea Communications has developed a ‘Student Transmitter Model‘, which is a network of ‘insight seekers‘, who are specially trained to tap into the undercurrent trends, opinions, seed conversations and provide a more candid access to Young India. Mudra Max and Concrea would be utilising this network to roll out a real-time youth communication platform both online & offline in the coming few months.
Said Mudra Max CEO Pratap Bose, "I believe that peer to peer youth marketing is all about engaging youth on their own turf and creating positive traction for brands where the youth of today become their biggest ambassadors. Our partnership with Concrea Communications is the first step in that direction. Mudra Max clearly wants to be a leader in the Indian youth space both in the urban and rural socio cultural divide. This partnership with Concrea Communications further embellishes our vision to be the finest experiential agency in the country."
All the offerings that will be launched will be based on the belief that ‘youth‘ can never have a set definition since their aspirations, buying triggers, life-patterns, preferences, spending & behaviour cannot be ‘boxed in‘, as it differs not only by situation and time but also by region. It has to be a bottom to top approach in order to successfully build brand loyalty with this segment. Some of the key projects planned would be to build the first ever online college festival, a young entrepreneurs‘ network and to understand mobile youth culture, especially with reference to mobile number portability. The aim is to provide advertisers more effective touch points rather than just mere social media engagement, which often goes ignored since users are busy looking at their own posts.
Another aspect of this collaboration would be the ‘Global Youth Research Partnership‘, which is a union of the world‘s leading youth marketing companies managed by Mobile Youth (UK) aimed to work with companies wanting to expand internationally. The officials informed that the intention is also to foray into rural youth marketing. Extensive research has been planned to discover the various different sub-types and segments within the age group.

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